"Go Ugly Early": Why Radical Transparency Builds Brand Trust

Most brands react to bad news the same way: they stall. They schedule meetings. They wordsmith press releases until every edge is smoothed over.

Meanwhile, the story writes itself without them.

Jeff Rogers, founder of Buzz Marketing and former Gulf Power communications leader, spent decades managing crises—hurricanes, blackouts, angry customers. Through it all, he built one unshakable rule:

"Go ugly early."

The idea is simple. When something goes wrong, tell the truth immediately. Even if it's uncomfortable. Especially if it's uncomfortable.

Because the brand that speaks first owns the narrative. The brand that waits becomes the villain.

The Problem With Waiting

Every silent hour is a gift to your critics.

While you're crafting the perfect statement, someone else is filling the void. Speculation becomes fact. Frustration becomes outrage. By the time you finally speak up, you're not controlling the story—you're defending against it.

Jeff saw this play out during Hurricane Michael. Gulf Power's infrastructure was decimated. Thousands without power. Homes destroyed. Instead of hiding behind corporate statements, his team put real people in front of cameras and told customers exactly what they were facing.

No jargon. No deflection. Just honesty.

The result? Reporters stopped hunting for someone to blame and started covering the restoration effort. Customers saw humans, not a faceless utility. Trust grew even as the lights stayed off.

Transparency doesn't make bad news good. But it does make you credible.

What "Go Ugly Early" Actually Looks Like

Prepare before the crisis hits.
Bad news doesn't wait for convenient timing. Build your crisis communication plan now—before you need it. Get leadership buy-in so your team can move fast when seconds count.

Skip the spin. Say what happened.
Polished corporate language signals that you're hiding something. People want the truth, even if it stings. Price increase? Own it. Service outage? Explain it. Customers respect honesty, even when they don't like the news.

Put real people in the story.
Logos don't build trust. People do. Show the team working behind the scenes—the technicians fixing the problem, the customer service reps fielding calls. When audiences see the humans behind the brand, frustration turns into empathy.

As Jeff put it: "It's hard to hate a company when you love the people."

Why Vulnerability Wins

Admitting fault feels weak. It goes against every instinct that tells us to protect the brand image at all costs.

But vulnerability isn't weakness—it's credibility.

When brands acknowledge mistakes, audiences respond with grace. When they deflect or delay, audiences respond with anger. Psychologically, it's straightforward: we trust people who admit imperfection more than those who pretend to be flawless.

Radical transparency doesn't erase problems. It transforms how people experience them.

How to Apply This to Your Brand

You don't need a natural disaster to test this principle. Every brand faces moments where "go ugly early" matters—customer complaints, product defects, internal controversies.

Here's how to get ready:

Build your plan before you need it.
Don't wait until you're in crisis mode to figure out who speaks and what they say. Map out scenarios. Write templates. Make decisions now so you can execute fast later.

Give your communicators authority.
If every message needs ten approvals, you've already lost the speed advantage. Empower your team to act.

Sound like a human.
People forgive mistakes. They don't forgive robotic corporate-speak. Write like you're talking to a friend who deserves the truth.

Update quickly, even without all the answers.
"We're still gathering information, but here's what we know" beats silence every time. Acknowledging the situation buys you credibility while you figure out the details.

Five Steps to Go Ugly Early

1. Audit your vulnerabilities. Identify the top five things that could go wrong in your business.

2. Pre-write honest responses. Script sincerity, not spin.

3. Control the narrative. If you don't tell your story first, someone else will—and they won't be as kind.

4. Lead with empathy. Acknowledge how people feel before you explain what happened.

5. Show the path forward. Transparency without action is just confession. Tell people what you're doing to fix it.

The Faster Path to Trust

Jeff's advice? "If you run from bad news, it chases you. But if you face it head-on, it hurts for a day—then you start rebuilding."

That's the power of radical transparency. It doesn't make problems disappear. It converts them into opportunities to prove your character.

Your customers already know you're not perfect. They don't expect you to be. They just expect you to be honest.

So when something goes wrong—and it will—don't delay. Don't polish. Don't hide.

Rip the band-aid off. Go ugly early.

Your brand will be stronger for it.

RescAlert: How a Pensacola Tech Startup Is Revolutionizing Public Safety with AI

Pensacola’s tech scene is quietly evolving, and at its forefront is a local startup that’s changing the way communities prepare for and respond to emergencies. RescAlert, founded by Jakob Carmichael, harnesses the power of AI and innovative software solutions to keep people safe—from natural disasters to threats of domestic terrorism. Jakob’s journey, rooted deeply in Pensacola’s community spirit and entrepreneurial grit, offers a compelling story of vision, resilience, and impact.

From a High School Passion to a Life Mission

Jakob Carmichael’s story begins long before RescAlert became a recognized name in public safety technology. Born in Charlotte, North Carolina, Jakob’s upbringing was shaped by a childhood on the move, following his father’s government contracting work across states and even overseas. Despite the frequent relocations, Pensacola remained home—a place Jakob returned to for school and where his family’s roots go back generations.

“Pensacola is one of the best places to live on the planet,” Jakob says, capturing that rare blend of small-town warmth and city-level amenities. It’s that sense of home and community that fuels his desire to build solutions that protect everyday people.

Jakob’s passion for helping others was evident early on. From mowing lawns for neighbors like Miss Pam to watching “Shark Tank” with his dad and brainstorming business ideas, he was always thinking about how to serve and innovate. But it was Hurricane Harvey in 2017 that crystallized his mission. Watching emergency responders struggle with communication and coordination during the disaster, Jakob saw a problem that demanded a tech solution.

Cracking the Code on Public Safety Coordination

The problem Jakob identified was clear: multiple emergency response organizations—police, fire, EMS, volunteer groups—each operated their own systems, but when disaster struck, these systems didn’t talk to each other. This lack of unified communication led to duplicated efforts and wasted resources. Jakob’s solution was to build an AI-powered platform that integrates all these disparate systems into one streamlined dashboard.

“I built an algorithm that uses AI to map all those systems into one unified platform,” Jakob explains. “Now, a public safety director can manage unlimited organizations from one spot with one password.”

The platform didn’t stop there. Recognizing the overload of data could overwhelm responders, Jakob and his team developed an AI overlay that analyzes incoming data streams in real-time and highlights where attention is needed most. It’s like having a digital assistant that tells responders exactly where to focus their efforts—before disaster strikes.

Overwatch by RescAlert: Safety in Your Pocket

Jakob’s vision extends beyond emergency responders. He wanted to empower the public, too. Enter Overwatch by RescAlert, a free mobile app designed to keep families informed and prepared every day, not just when disaster looms.

Overwatch aggregates weather alerts from the National Weather Service, NOAA, and local stations across the continental U.S. But it goes further by letting users monitor family members’ locations and alerting them to potential threats—whether severe weather or security incidents.

“I travel a lot, and I was frustrated having to sign up for different alerts everywhere I went,” Jakob shares. Overwatch solves this by providing one app that delivers real-time, location-based alerts, no matter where you are.

Upcoming features promise even more direct communication between public safety officials and app users, including the ability to provide “eyes on scene” to dispatchers. This means faster, better-informed responses to emergencies.

Data Security You Can Trust

In a world wary of data privacy, RescAlert takes security seriously. Compliance with federal laws, including HIPAA, is standard, and users have full control over what information they share. They can delete their data at any time, receiving certified confirmation of its removal.

“Our goal is to keep people safe and make them feel comfortable using our app. We want their trust,” Jakob emphasizes.

Why Pensacola? The Heart of Innovation and Community

RescAlert’s base in Pensacola is no accident. Jakob sees the city as a strategic hub for the Southeast, centrally located and rich with entrepreneurial spirit. But more than that, it’s the culture of genuine support that sets Pensacola apart.

“People here want to see others succeed. It’s not transactional; it’s about community,” Jakob says. He credits local mentors like Pete Lautner, Jason Blades, and Mayor DC Reeves for their willingness to help without expecting anything in return.

This “good old boy system,” as Jakob calls it, creates a network where ideas and support flow freely, helping startups like RescAlert thrive. It’s a dynamic that Jakob hopes will only grow stronger as Pensacola embraces its future as a tech-friendly city.

Engineering Solutions with Real Impact: The Graffiti Bridge Project

Jakob’s commitment to local safety is also hands-on. One of his personal projects addresses a notorious Pensacola landmark—the Graffiti Bridge. Despite warning signs, trucks frequently collide with it, causing costly damage and safety hazards.

Jakob has engineered a custom solution aimed at reducing these collisions by 90 to 95 percent using smart technology integrated with RescAlert’s platform. He’s even offered to help fund part of the project personally, underscoring his dedication to giving back to the community.

Leadership, Family, and Building a Team with Heart

Running a tech startup is no small feat, and Jakob credits much of his success to the family and mentors around him. His mother works full-time as the company’s controller, while other family members provide consulting and support. This close-knit approach creates a culture where everyone is driven by the mission to help others.

Jakob’s leadership style is hands-on and personal. Every employee has his personal phone number and can reach him anytime—even for things like a flat tire at 3 a.m. “If I can take care of my people, they will take care of our customers,” he says.

When hiring, Jakob looks for one key trait above all: a servant’s heart. “I can teach anyone the skills, but I want people who genuinely want to help,” he explains. This mindset ensures that RescAlert’s team is not just talented but deeply committed.

Lessons on Education and Entrepreneurship

Jakob’s path didn’t follow the traditional college route. After just two days at Full Sail University, he realized his time was better spent building RescAlert. Still, he later returned part-time to pursue a PhD in computer science, embodying a balanced view on education.

“College isn’t for everyone, but it has its place,” Jakob says. “For me, real-world experience and mentorship have been just as valuable.”

His advice to young entrepreneurs? Test your idea in the market, gather feedback, and build momentum. “Don’t jump in feet first on day one. Start small, validate, and grow.”

Looking Ahead: RescAlert’s Vision for the Future

Jakob sees RescAlert evolving into a global safety company working across federal, state, and local levels worldwide. The goal remains the same: engineer custom solutions that solve specific problems and save lives.

“The mission is to help save lives. If we keep that at the core, the possibilities are endless,” Jakob says. Whether as CEO or advisor, he plans to stay involved for life.

Why RescAlert Matters to Pensacola and Beyond

At its heart, RescAlert is about community safety and empowerment. By unifying emergency response systems and putting predictive, real-time information into the hands of both officials and everyday people, RescAlert is pioneering a smarter, safer way to face the unpredictable.

For Pensacola, it’s a shining example of local innovation with global potential—built on a foundation of family values, community support, and relentless problem-solving.

Get Involved and Stay Informed

RescAlert’s app, Overwatch by RescAlert, is available for free on both Apple and Google Play stores. It’s designed to be part of your daily routine, keeping you informed and ready.

If you’re a government agency or organization interested in partnering with RescAlert, reach out directly at 888-632-0707 or visit RescAlert.com. Jakob is also active on social media—find him on Instagram and LinkedIn at 

By embracing technology and community, RescAlert is helping Pensacola—and the world—predict, prepare, and prevail.

Final Thoughts

Jakob Carmichael’s story teaches us that innovation doesn’t always come from the biggest cities or the most traditional paths. Sometimes, it starts with a clear-eyed view of a problem, a passion to serve, and a willingness to push boundaries. RescAlert is more than a tech startup; it’s a movement toward safer, smarter communities.

As Pensacola continues to grow as a hub for entrepreneurs and creatives, companies like RescAlert remind us that the future is bright when technology meets heart.

Ready to make your community safer? Download Overwatch today, and join the mission.